2022 Brand Campaign
Positioning Judo as the only challenger bank to boldly back dynamic Australian businesses.
Judo is Australia’s only bank purpose-built for SMEs. In their 2022 ‘Common Traits’ campaign we brought to life the ethos of a brave, risk-taking SME business owner, and the bank that’s bold enough to back them. At the heart of the campaign were six traits – Defiant, Courageous, Tenacious, Daring, Inquisitive and Decisive – characterising the boundary-pushing mindset shared by Judo and their core customer.